流量红利退潮后，企业增长路在何方？系统信任范式重构商业逻辑

Core Insights - The traditional methods of acquiring customers through heavy advertising and influencer marketing are becoming less effective, with many brands struggling to maintain customer acquisition rates in 2024 compared to previous years [1][3] - The growth of internet advertising in China is projected to slow significantly, dropping from over 20% in 2022 to single digits in 2024, indicating a shift in consumer behavior and marketing effectiveness [3] Group 1: Changing Marketing Dynamics - Brands that relied on influencer marketing and high advertising spend are now facing challenges, with one beauty brand reporting a drop from 100,000 new customers to just 50,000 for the same advertising budget [1][3] - The cost of traffic in live streaming has increased, making it difficult for brands to maintain profitability on sales [1][3] Group 2: Consumer Trust and Brand Loyalty - Companies that focus on consistent customer service and building trust, like Haidilao, have seen significant revenue growth, with a reported 30% increase in 2024 despite industry challenges [5] - Trust is built through transparency and accountability, as demonstrated by Johnson & Johnson's response to a crisis in 1982, which led to a rebound in sales and market share [9] - The importance of maintaining a trustworthy brand image is highlighted by the contrasting outcomes of companies that handle crises well versus those that do not, such as the case of Sanlu milk powder [9][11] Group 3: Future Business Strategies - The future of business will depend on brands being recognized as reliable and trustworthy by both users and algorithms, rather than merely focusing on advertising [15] - Companies are encouraged to prioritize actions that enhance consumer trust over traditional methods of buying traffic, as trust is a long-term asset that can withstand market fluctuations [15]